1、ChinaChina MediaMedia LandscapeLandscape February 28, 2000 Source: Statistical yearbook 1999; World Bank Facts at a glance l 3rd largest country (9.6MM sq km) l 1/5 worlds population (1.2B) *1,000+ dialects *31 Provinces/municipalities, autonomous regions l Urban population: 30.4% l Inflation rate:
2、2.8% (CPI) l GDP growth rate: 7% for 1999 Urban Disposable incomeUrban Disposable income Per capitaPer capita Over 8,000 7-8,000 6-7,000 5-6,000 4-5,000 Neimenggu Qinghai Xizang Xinjiang Ningxia Liaoning Jilin Heilongjiang Gansu Beijing Tianjin Shanghai Sichuan Yunnan Hainan Taiwan Hebei Shanxi Shaa
3、nxi Henan Hubei Hunan GuangdongGuangxi Guizhou Jiangsu Anhui Zhejiang Jiangxi Fujian Shandong Average National Disposable Income Per Capita: 5,403 RMB Source: China Statistical Yearbook 1999 Chongqing Population Population By age and sex By age and sex Source: China Statistical Yearbook 1999 China P
4、opulation Statistics Yearbook 1998 Unit: 000 person 91 102 103 102 104 111 102 = Index M/F 1.1.China media developmentChina media development 2.2.Current research environmentCurrent research environment 3.3.Major media formsMajor media forms Agenda 2. 2. China MediaChina Media DevelopmentDevelopment
5、 China media development lEverything began at 1979 when Deng Xiao Ping announced the economic reform . Before 1979 lThere were only 10 advertising agencies in China lBasically there was no advertising on newspaper, radio, or TV In 1979 lThe first TVC, Shen Gui Wine, was aired by Shanghai TV on Janua
6、ry 28 lOn March 15, the first JV TVC, Rada Watch, was aired lPeoples Daily began to accept advertising on April 17 lIn November, the Central Propaganda Department has announced the new regulations for foreign advertisement lAnd the rest is history. The media scene today.The media scene today. Medium
7、NationalProvincialCity/RuralCableTotal Television 133800+2,000+2,900+ Radio 231912+1,363+ Newspapers20+31+1,900+2,000+ Magazines Cinemas Source: Zenith Media 7,000+ 146,000+ % % MediumAll Adults Aged 15 - 29 TV (yesterdays viewing) 8986 TV (P7days) 9695 Radio (yesterdays listenership) 4144 Radio (P7
8、days) 4145 Newspapers (daily) 6765 Magazines (monthly) 5367 Cinema (at least once a month) 714 Universe 000s37,875 14,492 Reach of mass mediaReach of mass media Source: CMMS99 (20cities) 3. 3. ResearchResearch EnvironmenEnvironmen t t Media research todayMedia research today 3 kinds of media researc
9、h are available in China : lTV ratings lAdvertising monitoring lReadership /consumer media habits TV ratingsTV ratings lUnderstand the viewership in different markets lProvide a rational base for media planning lBetter media selection (channel, program, and timeslot) and more cost-efficient media in
10、vestment * CSM: Covers 66 diary cities, 9 provinces Peoplemeters in BJ , GZ and SH * AC Nielsen :Covers 88 channels in 10 peoplemeter cities: BJ, SH, GZ, CD, WH, HZ, SY, NJ, TJ, FZ Advertising monitoringAdvertising monitoring lMonitor advertising in TV channels and Press lKeep track of a company adv
11、ertising delivery as well as competitive activities * X continuous from July99 *Coverage Area: 60 cities(98); 30 cities (1999-2000) *Survey Media: TV, Radio, Newspaper, Magazines *Sample:47,800 (98); 71,500(1999-2000) AC Nielsen Millenium ReportAC Nielsen Millenium Report *Research House:AC Nielsen
12、*Fieldwork Period:May-Dec99 *Coverage Area:30 cities *Survey Media:TV, Radio, Newspaper, Magazine *Sample:44,000 4. 4. OverviewOverview of Majorof Major Media Media formsforms Advertising Expenditure 1987-2002 Source: China Advertising Association; Zenith Media Million US$ Estimated figures for 2000
13、 - 2002 TelevisionTelevision TV Advertising Expenditure 1987- 2002 Source: China Advertising Association; Zenith Media Million US$ Estimated National vs Local National vs Local StationsStations National (CCTV)Local CoverageNationalSpecific region Program TypeInformation-oriented :More entertainment e.g. new
